20 Years of Generation Riesling – One for All, All for Wine

GenR was founded on June 8, 2006, by the German Wine Institute (DWI) with the aim of refreshing the international presentation of German wines by showcasing young winemakers. At the same time, its establishment marked the beginning of a vibrant platform for the young wine scene in Germany.

Riesling gave the initiative its name, as it shaped the modern global image of German wines at the time. Today, it stands as a symbol for the full diversity of grape varieties that define Germany as a wine-producing country.

GenR shapes the modern image of German wine

“We are very proud of how dynamically and successfully the Generation Riesling initiative has developed over the past 20 years. Our members are young professionals from the German wine industry up to the age of 35. They stand for quality, responsibility, and the courage to break new ground—whether in the vineyard, the cellar, or on international stages,” explains DWI Managing Director Melanie Broyé-Engelkes.
“Looking back, Generation Riesling has played a key role in rejuvenating and modernizing the image of German wine both domestically and internationally,” she adds. This success is also due to the strong presence of GenR members on social media, where they connect with younger consumers on equal footing through their stories.

GenR with a new look and claim

To mark its 20th anniversary, GenR has been given a modernized appearance, including a new logo. It reflects the strong sense of community and solidarity among its members: “one for all – all for wine” is the new claim, inspired by the famous motto of the Three Musketeers.

Redesign of the GenR website

In line with the new corporate design, the GenR website has been completely redesigned. Members are presented with photos and personal profiles: “With this, we want to showcase the young people behind the wines and give them the opportunity to tell their stories. This highlights their openness, passion, and innovative spirit,” Broyé-Engelkes explains.

Professional appearances

Over the past 20 years, the DWI has continuously professionalized GenR’s presence. Today, GenR has its own joint stand at ProWein, and members present themselves and their wines at dedicated events in trendy locations - both in international markets and in German cities such as Hamburg, Berlin, and Munich, targeting professional audiences.

Cool events

In 2009, the DWI launched the annual Generation Riesling Forum to provide members with opportunities for further training and networking. These forums have fostered creative ideas on how to present German wine in a modern, youthful way. Highlights include GenR wine stands at major music festivals, picnic tastings in parks, talk sessions with musicians in cooperation with Rolling Stone magazine, and a presentation at Berlin Fashion Week.